Janeen Arnold Costa / Gary J. Bamossy (eds.)

Marketing in a Multicultural World

Ethnicity, Nationalism, and Cultural Identity
Herausgeber: Bamossy, Gary J.; Costa, Janeen A.

• Broschiertes Buch

Produktbeschreibung

The latest theories on cultural identity and the impact of ethnicity on the practice of marketing are presented in this timely book. Issues addressed include: various ethnic responses to marketing strategies; marketing and ethnicity in developing countries and emerging capitalist nations; the effect of ethnicity on product evaluation and choice; the use of consumer goods and services to express ethnicity; and the involvement of specific ethnic groups in various aspects of the marketing profession.

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Produktdetails

• Verlag: Sage Publications
• Seitenzahl: 352
• Erscheinungstermin: 1. Dezember 1995
• Englisch
• Abmessung: 229mm x 152mm x 21mm
• Gewicht: 572g
• ISBN-13: 9780803953284
• ISBN-10: 0803953283
• Artikelnr.: 21142422

Inhaltsangabe

PART ONE: GENERAL ISSUES OF CULTURAL IDENTITY AND MARKETING
Perspectives on Ethnicity, Nationalism, and Cultural Identity - Janeen
Arnold Costa and Gary J Bamossy
Ethnoconsumerism - Alladi Venkatesh
A New Paradigm to Study Cultural and Cross-Cultural Consumer Behavior
Marketing and the Redefinition of Ethnicity - Dominique Bouchet
Consumer Culture or Culture Consumed? - A Fuat Firat
Interest Groups with a Noble Face - Eugeen Roosens
PART TWO: CASE STUDIES AND APPLICATIONS
The Cultural Past in the Present - Annamma Joy et al
The Meaning of Home and Objects in the Homes of Working-Class Italian
Immigrants in Montreal
Ethnicity and Consumption in Romania - Russell W Belk and Magda Paun
McDöner - Ayse S Caglar
Döner Kebap and the Social Positioning Struggle of German Turks
Blurred Borders - Thomas M Wilson
Local and Global Consumer Culture in Northern Ireland
Marketing Developing Society Crafts - Kunal Basu
A Framework for Analysis and Change
Culture and the Marketing of Culture - Janeen Arnold Costa and Gary J
Bamossy
The Museum Retail Context